PR Glossary
Public relations terms explained simply.
The Gold Standard in Swiss Public Relations
Glossary Features
Our comprehensive PR glossary explains all the important terms from the world of public relations, communication and media relations.
Advertorial
A paid advertisement designed to look like editorial content. In Switzerland, advertorials must be clearly labeled as advertising under the Federal Act against Unfair Competition (UWG).
Agenda Setting
The strategic influence on public discourse through media and PR activities. The goal is to bring specific topics into the focus of media coverage and increase their relevance for public discussion.
Background Briefing
A confidential conversation between PR professionals and journalists where information is shared either 'off the record' (not for publication) or 'on background' (without source attribution).
Boilerplate
The standardized company paragraph at the end of a press release. It contains a brief description of the company, key figures, location, and contact information – essentially the corporate calling card in text form.
Call-to-Action (CTA)
A targeted prompt for the audience to take a specific action, such as 'Request a quote now' or 'Download the press release'. A central conversion element in digital PR.
Clipping
A documented media report (print, online, TV, radio) in which a company or brand is mentioned. Clippings form the basis for quantitative PR measurement and media coverage reports.
Corporate Identity (CI)
The holistic image of a company, consisting of Corporate Design (visual), Corporate Communication (verbal), Corporate Behavior (actions), and Corporate Culture (values). The goal is a unified, recognizable overall presence.
Corporate Publishing
The creation and distribution of a company's own media – from customer magazines and blogs to podcasts and newsletters. Enables direct communication without journalistic gatekeepers.
Crisis Communication
Strategic communication during exceptional situations such as product recalls, scandals, or natural disasters. Encompasses proactive preparation (crisis plans, dark sites), acute management, and post-crisis review.
Earned Media
Media coverage generated through editorial interest – as opposed to paid advertising (Paid Media) or company-owned channels (Owned Media). Earned Media is considered particularly credible as it is based on journalistic assessment.
Embargo
A hold period that gives journalists time to review materials in advance but prohibits publication until a specified date and time. Embargo violations can severely damage the trust between PR professionals and media.
Fact Sheet
A concise document containing key facts and figures about a company, product, or event. Serves journalists as a quick reference and supplements press releases with hard data.
Influencer Relations
The strategic building and nurturing of relationships with opinion leaders on social media. In Switzerland, this includes both macro-influencers and micro-influencers with strong regional or specialist followings.
Investor Relations (IR)
Communication of listed or capital market-oriented companies with investors, analysts, and financial media. In Switzerland, IR is subject to strict SIX regulations on ad-hoc publicity.
Issues Management
The systematic early detection, analysis, and proactive management of topics that could affect a company's image – before they escalate into a crisis. Includes monitoring, scenario planning, and stakeholder dialogue.
Key Message
The central statement that should resonate with the target audience. A good key message is concise, understandable, differentiating, and consistently deployable across all communication channels.
Media Kit (Press Kit)
A package containing all relevant information for journalists: press release, fact sheet, print-quality images, company history, and media contact details.
Media Monitoring
The systematic collection and evaluation of media reports about a company, brand, or topic. Modern tools analyze print, online, social media, TV, and radio in real time.
Media Training
Professional coaching of executives and company spokespeople for dealing with journalists. Covers interview techniques, camera confidence, body language, and handling critical questions.
Native Advertising
Advertising content that seamlessly integrates into the editorial environment of a platform. Unlike advertorials, native advertising is primarily deployed digitally and often served programmatically.
Newswire (Press Wire Service)
A distribution service that simultaneously delivers press releases to hundreds of media outlets, newsrooms, and news agencies. PR Schweiz serves as the leading newswire for the Swiss market.
Owned Media
Communication channels that a company owns and controls: website, blog, newsletter, social media profiles, podcasts, and apps. Owned media forms the foundation of a sustainable content strategy.
Paid Media
All paid advertising measures, from traditional print ads and Google Ads to sponsored posts on LinkedIn. Paid media complements earned and owned media, enabling targeted reach management.
Positioning
The strategic definition of how a company or brand should be perceived in the minds of the target audience. Clear positioning differentiates from competitors and creates recognition.
Press Conference (Media Conference)
An organized event where companies or organizations inform journalists about current developments. In Switzerland, the term 'Medienkonferenz' (media conference) is commonly used.
Press Release (Media Release)
An official document that communicates company news in a structured format to media. Follows the classic structure: headline, lead, body, boilerplate, and contact details.
Public Affairs
Strategic advocacy with political decision-makers and governmental bodies. In Switzerland, with its militia system and direct democracy, public affairs is particularly multifaceted.
Reputation Management
The systematic cultivation and management of a company's image across all touchpoints. Includes proactive measures (thought leadership, CSR) and reactive strategies (crisis communication, review management).
Stakeholder
All individuals or groups who are affected by or can influence a company's activities: customers, employees, investors, media, authorities, NGOs, and the general public.
Storytelling
The art of packaging corporate messages into compelling narratives. Effective storytelling follows a dramatic structure with a protagonist, conflict, and resolution, creating an emotional bond with the brand.
Thought Leadership
Positioning a company or its executives as leading thinkers in their field. Achieved through expert articles, keynote speeches, studies, and active participation in societal discourse.